If you work in B2B, then you probably hear the terms “customer-obsessed,” “customer-centric,” and even “customer-powered” used interchangeably on a day-to-day basis. Rather than merely being buzzwords, the increased usage of this kind of language is a sign of how companies are shifting their priorities to focus on the value they bring to their customers.

Being “customer-centric” and “customer-powered” aren’t one and the same, however. The customer-centric approach is the first step towards designing your product and service offerings with your customers’ perspective in mind. A “customer-powered” approach takes things to the next level, where you’re actually involving key customers in your organization’s processes and decision-making.

TrustRadius’ VP of Marketing Russ Somers explains this distinction well: “In a customer-centric organization, the…

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